In a moment when many of the issues we care deeply about are facing growing pushback and funding constraints, funders and partners are asked to do more with less.
In this context, how issues are understood and communicated increasingly shapes what is fundable, scalable, and possible. The language we use influences how work connects across sectors, how partners see themselves in shared efforts, and how collective investment takes shape.
At Blue Sky Funders Forum, we see narrative as a core part of field-building. Shared, evidence-based language helps funders align portfolios, identify opportunities for collaboration, and advance a stronger collective case for investing in equitable access to nature and the outdoors.
Rethink Outside exists to help answer a practical question: What messages about nature actually resonate with the people we want to reach? How can narrative open doors with new partners and drive deeper investment in shared solutions?
A Behind-the-Scenes Look at Message Testing
On January 27, 2026, Blue Sky Funders Forum and Resource Media hosted Nature = Narrative: Messages that Bridge Nature, Health, and Climate, a live webinar that sparked the interest of more than 475 funders and partners from across the country. The session offered a behind-the-scenes look at the first phase of Rethink Outside message testing and what it reveals about communicating about nature connection across sectors.
Our initial message testing focused on two areas where our members and funders are actively seeking impact:
Nature and Health, in partnership with Nature & Health Alliance.
We tested whether different ways of framing nature connection could help health-focused funders and professionals see nature as part of the healthcare solution. Using a LinkedIn ad campaign, we tested five narrative themes including preventive health, physical health, mental health, health equity, and freedom to thrive, to reach public health professionals and health funders nationwide.
Nature and Climate, in partnership with Grist.
We also explored whether leading our content with nature messages could serve as an effective entry point to climate conversations, particularly with audiences who may be climate-impacted but not climate-first. Using a Meta ad campaign, we tested narratives rooted in culture, outdoor sports, parks, and everyday outdoor experiences with audiences in politically mixed states.
Across both efforts, we focused on audience engagement, measuring clicks and drawing initial conclusions about what actually prompted people to learn more and lean in.
What We Are Learning So Far
While the full findings are detailed in our resources, several early insights stood out.
- For health funders and professionals, nature as preventive health resonated most strongly, particularly when paired with an economic case about cost savings and long-term value for healthcare systems.
- Frames such as health equity and access and freedom to thrive outperformed benefit-only health messaging (physical health and mental health benefits) , pointing to the power of shared values.
- For climate-disinterested and apolitical audiences, relatability mattered more than urgency. Messages rooted in culture, identity, and everyday outdoor experiences performed better than those focused on abstract societal benefits.
- Being climate-disinterested does not mean disengaged. In many cases, it may reflect fatigue with how climate is typically framed, not a lack of concern.
These findings reinforce a core Rethink Outside principle: Narrative change works best when it meets people where they are and connects to what they already value.
From Insights to Action: The Rethink Outside Narrative Hub
We’re excited to share these new insights through the Rethink Outside Narrative Hub, what we hope to be the field’s shared learning space: where message testing meets storytelling.
The Narrative Hub translates data and insights into practical narrative frameworks and message guides that funders and partners can use across communications, funding strategies, and advocacy. Each focus area includes what we tested, what we learned, and how to apply the findings in real-world contexts.
Our first resources focus on Nature and Health and Nature and Climate, highlighting:
- What We Did and What We Learned
An overview of the message-testing approach, audiences, and key findings. - Message Guidance
Tested frameworks and examples for communicating the power of nature for health and wellbeing, including guidance on when and how to use each frame.
Help us shape the future of Rethink Outside!
We are grateful to everyone who joined us for the webinar and to our partners at Resource Media for their collaboration.
We invite you to explore the Rethink Outside Narrative Hub, download and share the new resources, and stay engaged as we continue building narrative tools that support alignment, collaboration, and deeper investment in nature connection.
What do you think? We’d love to hear from you as we continue to shape the future of Rethink Outside’s narrative work.